煤炭行业是我国作为能源大国的支柱产业之一，而煤炭行业受国际金融危机、国内 经济低速发展以及我国政府对环保和经济能源不断提出新的要求等影响，煤炭、钢铁等 能源支柱产业的“十年黄金期”已经终结，新形势下的我国经济不断迅速转型升级，以 煤炭为支撑的火电也受到了风电、核电、光伏发电等一系列新能源的打压，煤炭行业由 来已久的产能过剩在新的经济形势下受到了前所未有的挑战，随着我国煤炭产业产能被 控，悉数小煤窑被取缔关闭，国际低价进口煤的涌入无疑使我国煤炭的价格受到了极大 的影响，加剧了各个煤炭企业之间的竞争，也给国有煤炭企业的营销收益施加了前所未 有的压力。 B公司位于内蒙古锡林郭勒盟西乌珠穆沁旗境内的白音华地区，是集煤炭生产、加 工、销售为一体的国有大型露天煤矿，属于我国能源重点发展地区13个大型煤炭基地 之一的蒙东基地。主要产品为老年优质褐煤，为周围火力发电厂以及周边居民取暖提供 资源支持。B公司继承老牌国企原有的传统营销模式“按需涨价”和“等客上门”的营 销理念，已经无法适应如今新的市场的要求，B公司在新的经济形势下国有煤炭企业面 临的多重压力，行业不景气，利润下滑，客户不稳定以及日益激烈的竞争环境下表现出 的现有的陈旧的营销模式的弊端日益显现出来。 本文通过SWOT模型对B公司的所处营销环境进行优势劣势的理论分析，并针对 B公司所处的煤炭行业现状及发展趋势，客户需求及行为、公司的内部资源等方面进行 综合分析，最终提出有效的、可行的、有借鉴意义的新的策略建议，同时对其的目标市 场进行STP市场细分，改变其原有的“一煤独大”的营销格局，重构企业商业模式，顺 势调整营销策略，积极推荐从依赖客户的工矿企业向“能源综合解决方案供应商”逐步 转变，使其可以参考能应对当今形势下的市场竞争，并逐渐向产品过硬、服务完备、智 力输出为主的多重能源行业综合解决方案供应商转变，实现企业与客户的双赢。 关键词：煤炭企业;营销策略;褐煤营销 B公司褐煤市场营销策略研究 - II - Marketing Strategy of Lignite Product of Company B Abstract Coal industry is one of the most important industries of our country, Influenced by the international financial crisis, the low-speed development of domestic economy and the new polices of our government on environmental protection, the "ten-year golden period" of coal, steel and other energy pillar industries have come to the end. With the rapid transformation and upgrading of China's economy, coal-supported thermal power has also been replaced by a series of new energy sources, such as wind power, nuclear power, photovoltaic power, etc. The long-standing overcapacity of the coal industry is facing unpredicted challenges in the new economic situation. With the strict capacity control of China's coal industry, almost all of the small coal companies have been closed. Closing down and the influx of international low-cost imported coal undoubtedly has a great impact on the price of coal, increasing the competition among the coal enterprises, and exerting unprecedented pressure on the marketing revenue of state-owned coal enterprises. B company is located in Baiyinhua Xiwuzhumuqin Banner Xilingol League, Inner Mongolia. It is a state-owned open pit coal mine including coal producing, processing and market developing. It belongs to Mengdong foundation, one of 13 large coal bases in China. The main products are high quality lignite, can support to the surrounding thermal power plants and to satisfy the heating needing for the surrounding residents. B company inherits the traditional marketing mode of the old state-owned enterprises, such as "price increases on demand" and "waiting for customers to come home", which has been unable to meet the requirements of the new market. Under the new economic situation, B company is facing multiple pressures, industry depression and profit declining. Customer instability and the increasing fierce competition show the drawbacks of the old marketing model. This paper uses SWOT model to analysis the advantages and disadvantages of B company's marketing environment, and makes a comprehensive analysis of the current situation and trend of the coal industry, customer demand, and the company's internal resources of B Company. Finally, it puts forward effective, feasible and useful suggestions. At the same time, we should subdivide its target market through STP model, to define the market segments, and change its original "coal is the king" marketing pattern, to reconstruct the business model of enterprises, adjust the marketing strategy according to the trend, and actively recommend the gradual transformation from a customer-dependent industrial and mining enterprise to an "energy solution supplier" enterprise. Reference can be made to cope 大连理工大学专业学位硕士学位论文 - III - with the market competition under the current situation, and gradually to the multi-energy industry comprehensive solution suppliers with excellent products, complete services and intellectual output as the main, to achieve win-win situation between enterprises and customers.。。。。。。以下内容略